Detroit takes top spot in auto quality survey for first time ever

LONDON (MarketWatch) -- The long journey from Edsel and Corvair to respectability is complete as U.S. automakers overtook import brands in a key quality study for the first time in the survey's 24 years of existence.

The hard part for the likes of Ford Motor Co.
F, -1.79%
and General Motors Co., of course, is persuading import fans to buy into the numbers.

That likely won't happen as a result of just one or two surveys, but each step helps the Detroit car makers as they work to dispel the notion that the Japanese, in particular, rule the roost in terms of quality.

At any rate, vehicles like the Ford Focus, Ram 1500 LD and Buick Enclave drove "substantial improvements" in J.D. Power and Associates 2010 Initial Quality Study.

The benchmark report is based on more than 82,000 purchasers and lessees of 2010 model-year vehicles who were polled within 90 days of ownership.

The industry average came in at 109 problems per 100 vehicles (PP100), a slight deterioration from last year.

U.S. manufacturers, however, posted a strong 4-point improvement to 108 PP100 while the import brands mirrored the industry average.

"Domestic automakers have made impressive strides in steadily improving vehicle quality, particularly since 2007," analyst David Sargent said. "This year may mark a key turning point for U.S. brands as they continue to fight the battle against lingering negative perceptions of their quality.

Ford, with its namesake Blue Oval brand moving into the top five for the first time in the study's history, set the pace with 12 models ranking within the top three in their respective segments. By comparison, GM placed 10 models.

Sargent warned that U.S. automakers still have a long way to go to shake off the negative perceptions that have dogged them for years.

"Achieving quality comparability is the first half of the battle; convincing consumers -- particularly import buyers -- that they have done this is the second half," he said.

Porsche (PAH3) took top honors away from Lexus with a score of 83 PP100, followed by Acura, which vaulted from 14th all the way up to the second spot.

Toyota Motor Corp.
TM, +0.90%
rattled by its brutal slew of recalls, tumbled all the way from sixth to 21st, though its Lexus brand still placed fourth.

"Clearly, Toyota has endured a difficult year," Sargent said. "Toyota's success was built on a well-deserved reputation for quality, and there is little doubt that they will do everything possible to regain that reputation."

Bringing up the rear by a wide margin, Land Rover scored 170 PP100 while Mitsubishi, Jaguar and Mini rounded out the bottom dwellers.

The study's results are being reflected in the marketplace where Ford has seen its sales rally for sixth straight months. Toyota, conversely, has watched as its market share has dwindled by a percentage point this year. See automaker market share shifts.

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